The world of ABM is evolving fast — and AI is leading the charge. That’s why we’re excited to announce the upcoming release of Userled’s 2025 AI + ABM Trends Report, a deep dive into how AI and personalization are transforming account-based marketing strategies across the globe.
Packed with insights from top ABM experts like Davis Potter (ForgeX), Steve Armenti (Twelfth Agency), and Mason Cosby (ScrappyABM) — plus contributor perspectives from some of the world’s most recognized B2B brands — this report takes a close look at what’s working, what’s changing, and what’s next for ABM leaders everywhere.
How is AI transforming ABM in 2025?
AI is no longer a ‘nice-to-have’ for ABM — it’s the engine behind the teams scaling faster, targeting smarter, and driving bigger pipeline. All ABM teams are now using AI in some capacity, and 60% of practitioners spend 4–10 hours per week on AI-powered GTM activities
Right now, the top five applications for AI in ABM are:
- Research
- Copywriting
- Predictive analytics
- Asset personalization
- Signal analysis
As Yann Sarfati, CEO at Userled, puts it:
“The challenge isn’t adopting AI — it’s activating it where it matters. The best teams don’t just use AI; they operationalize it to turn strategy into revenue.”
What are the top priorities for AI + ABM in 2025?
Looking ahead, marketing leaders are focusing their efforts on:
- Program optimization
- Measurement and reporting
- Website personalization
- Asset creation and personalization
- Automated sales prospecting and nurture
But while employee adoption is moving fast, many organizations are still catching up operationally. The report highlights barriers like:
- Lack of AI expertise
- Inadequate training and enablement
- Data quality issues
- Integration challenges
- Internal resistance to change
In fact, only 36% of organizations have a clearly defined AI + ABM roadmap, even though the vast majority see AI as a major growth lever.
Those that can crack the code to AI + ABM success at scale stand to gain a tremendous advantage over their competitors and industry.
ABM continues to deliver strong ROI, but there’s more to do
With CMOs under tremendous pressure to do more with less, and prospects and customers expecting more personalized and unique experiences, ABM – enhanced by AI to achieve scale – has quickly become the go-to method for high-quality marketing.
As it stands, 90% of organizations worldwide have adopted ABM, and 89% rate its ROI higher than any other marketing method.
The top business outcomes driving ABM investment include:
- Revenue growth (34%)
- Accelerated sales cycles (21%)
- Increased deal size (19%)
But the report makes it clear — long-term success is increasingly dependent on embedding ABM across the enterprise, multi-threading deals, and engaging every stakeholder in the revenue conversation.
Personalization is now table stakes
The data confirms what most marketers already feel: personalization is expected at every touchpoint.
- 8 in 10 organizations are using content personalization
- 61% have already adopted AI to help create and tailor content
Statistics show that when organizations personalize experiences and content, they drive a 10-15 percent revenue lift (with some reaching as high as 25%).
Personalized experiences make customers feel valued, seen, and most importantly: understood. It’s these feelings of connection that increase propensity to buy, and likelihood to advocate post purchase.
Over the last few years, B2B has taken a leaf out of the B2C playbook and started to develop more customer-oriented experiences, and now – we’re seeing the results.
As Vincent Plassard, Growth Lead at Userled, says:
“In enterprise deals, personalization is the starting point. What drives real impact is relevance — reaching the right contacts, at the right time, for the right reasons, with a tailored experience.”
Don’t miss the full report
The 2025 AI + ABM Trends Report drops later this May — and it’s one you won’t want to miss.
You’ll get:
- In-depth analysis on AI’s role in ABM
- Actionable insights from ABM experts and GTM leaders
- A clear look at the trends shaping the future of ABM and what you can do to prepare
Author
Generated £1.3M pipeline by focusing on UTM parameters personalisation.
Generated £1.3M pipeline by focusing on UTM parameters personalisation.
